Our sixth successful branding project in Reno Nevada, collaborating between UK and US to revitalise the Best Bet Motor Lodge, a historic property built in 1958, located in mid-town, the heart of Reno’s hustle and bustle. The project aimed to transform this unique motor lodge into a premium motel destination with a distinct character, combining elements of Nevada’s gaming history and culture with thoughtful, design-centric accommodation. The team aimed to bring some fun flair to the back of the property with a hotel amenity and could also branch off as it’s own stand alone business—enter Reno Sauna Club.
Strategy, Branding, Collateral, Signage
All photography: Shea Evans
Lifestyle model photography: Nick Sorrentino
The primary challenges were to create a cohesive branding strategy that reflected the unique history and character of the Best Bet Motor Lodge while appealing to modern travellers. This included integrating subtle references to the number 21, reflecting the number of rooms, and incorporating elements of gaming to nod to Reno’s casino history. A key challenge was balancing the design aesthetic, ensuring it didn’t lean too heavily into retro references typically associated with motor lodges. Additionally, the team needed a powerful brand concept that would work seamlessly across various touchpoints, from hotel collateral and signage to social media, as well as a WordPress website integrated with the hotel’s operational systems. Ensuring that Reno Sauna Club branding complemented the hotel’s identity, while still being distinct enough to stand alone, was another critical element of the project.
The visual identity is centered on the 21 rooms, playing into the game of 21/Blackjack. Illustrating a hand-drawn spade ‘black jack’ symbol to give a natural, contemporary, softer approach. This design ascetic was continued into a custom hand-drawn display font pairing with the historic Toronto Subway and Gill Sans fonts honouring the motor lodge’s heritage. To maintain a soft design balance, an earthy mix of terracotta and green was introduced, subtly reflecting a pared-down version of the green casino tablecloth’s colour.
Preserving the heritage of the property included refreshing the original Best Bet neon sign, a nod to the city’s dedication to preserving historic landmarks and celebrating its history. Restoring elements like “Air Conditioned, Vacancy, Cable TV, and “WiFi,” which were repurposed for hotel merchandise, reflecting the brand’s unique aesthetic.
Connecting the brand’s physical design with its digital counterpart, the website scope was defined, UX structural solutions developed, and the UI interface crafted to create a seamless, on-brand digital experience that simplifies booking and integrates smoothly with the hotel’s systems.
Photography and art direction were key in ensuring the brand resonated with its target demographic. This involved two main elements: the hotel rooms, which are the primary product being purchased, and using lifestyle imagery to evoke the desire to book. It was especially important for the website, where the right images and copy were carefully chosen to align with the design, layout, and tone of voice.
Included in handover, Best Bet’s marketing team was equipped with the tools for self-sufficiency, including on-brand social media templates, an in-house bar and snack menu, and other digital assets to sustain a cohesive online presence.
The guest journey was carefully mapped, guiding visitors from Best Bet’s parking lot and patio, through the firepit and lobby, into the traditional two-story motor lodge layout, and ultimately to the back of the property for access to Reno Sauna Club. A variety of signage styles—fascia, wayfinding, directional, identification, and regulatory signs—were used throughout, all adhering to ADA standards.
The custom WordPress website was meticulously planned, from scope to user journey and design, creating a consistent on-brand touchpoint that simplifies booking and converts visitors into customers.
Customisable templates: Social media campaign templates, Instagram posts and stories, press release, event brochure, and menu templates allow the team to quickly adapt and produce new content as needed.
The project was led from inception to completion, collaborating between the UK and the US, coordinating the efforts of print, signage, and digital development teams throughout the process. Since its launch, Best Bet Motor Lodge has received widespread recognition for its renovations, including praise from City of Reno Mayor Hillary Schieve and a seal of approval from Tom Perez, Senior Advisor to President Biden. Guests have particularly highlighted the thoughtful design and unique sauna experience, which have helped solidify the hotel’s reputation as a premium motor lodge. Gaining exceptional 5-star reviews have further contributed to increased hotel occupancy. The distinctive branding has set Best Bet Motor Lodge apart from local competitors, establishing it as a design-forward choice in the heart of Reno. Within a short time, the hotel has become a commercial success, achieving full bookings.
